The meaning constitution in advertising speech from the perspective of the argumentative semantics
Autor(a) principal: | |
---|---|
Data de Publicação: | 2018 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | letrônica |
Texto Completo: | https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686 |
Resumo: | This paper analyzes the constitution of meaning in the publicity genre, discussing it through Argumentative Semantics. For this, we have checked different advertising texts from distinct periods in light of the Theory of Semantic Blocks. The selection of the material was based on the criterion of working with advertisements from the 1960s and 2012/13. The advertisements were taken on the internet, with the purpose of linguistically relating and discussing advertising pairs of products such as cigarettes, alcoholic beverages and automobiles. We also explore the importance of the image in the ads, discussing its value from the reading of Toldo (2002) on the semiotics of Peirce (2000). Carel and Ducrot (2005) ground the central theory of this research. The results show that despite the equivalence in product selection, the meaning obtained by the constituting linguistic relations of the statements is not the same, because the specificity and the purpose of each advertising are different. In addition, according to the theoretical assumptions used, the image was shown to be complementary to the verb discourse, since the meaning of the advertisement is indicated by the linguistic one. |
id |
PUC_RS-14_c1b4a9e6b739d034b9244ad4d5b6eae9 |
---|---|
oai_identifier_str |
oai:ojs.revistaseletronicas.pucrs.br:article/28686 |
network_acronym_str |
PUC_RS-14 |
network_name_str |
letrônica |
repository_id_str |
|
spelling |
The meaning constitution in advertising speech from the perspective of the argumentative semanticsA constituição de sentido no discurso publicitário sob a perspectiva da semântica argumentativaArgumentative semanticsAdvertising speechSemantic Blocks TheoryIntralinguistic relationship.Semântica argumentativaDiscurso publicitárioTeoria dos Blocos SemânticosRelação intralinguística.This paper analyzes the constitution of meaning in the publicity genre, discussing it through Argumentative Semantics. For this, we have checked different advertising texts from distinct periods in light of the Theory of Semantic Blocks. The selection of the material was based on the criterion of working with advertisements from the 1960s and 2012/13. The advertisements were taken on the internet, with the purpose of linguistically relating and discussing advertising pairs of products such as cigarettes, alcoholic beverages and automobiles. We also explore the importance of the image in the ads, discussing its value from the reading of Toldo (2002) on the semiotics of Peirce (2000). Carel and Ducrot (2005) ground the central theory of this research. The results show that despite the equivalence in product selection, the meaning obtained by the constituting linguistic relations of the statements is not the same, because the specificity and the purpose of each advertising are different. In addition, according to the theoretical assumptions used, the image was shown to be complementary to the verb discourse, since the meaning of the advertisement is indicated by the linguistic one.Este artigo analisa a constituição de sentido no gênero publicitário, discutindo-o por meio da Semântica Argumentativa. Para isso, verificamos diferentes textos publicitários de épocas distintas à luz da Teoria dos Blocos Semânticos. A seleção do material se deu pelo critério de trabalhar com anúncios dos anos 1960 e 2012/13. As publicidades foram retiradas da internet, com o propósito de relacionar, e discutir, linguisticamente, pares de anúncios publicitários de produtos como cigarro, bebida alcoólica e automóvel. Também averiguamos a importância da imagem nos anúncios, discutindo seu valor a partir da leitura de Toldo (2002) sobre a semiótica de Peirce (2000). Já, Carel e Ducrot (2005) fundamentam a teoria central deste trabalho. Os resultados apontam que apesar da equivalência na seleção dos produtos, o significado obtido pelas relações linguísticas constitutivas dos enunciados não são os mesmos, isso porque a especificidade e o propósito de cada publicidade são diferentes. Além disso, conforme os pressupostos teóricos utilizados, a imagem se demonstrou complementar ao discurso verbal, pois o sentido do anúncio é indicado pelo linguístico.Editora da PUCRS - ediPUCRS2018-07-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/2868610.15448/1984-4301.2018.2.28686Letrônica; Vol. 11 No. 2 (2018): Enunciation and Argumentation in Semantics; 233-246Letrônica; v. 11 n. 2 (2018): Enunciação e argumentação em semântica; 233-2461984-430110.15448/1984-4301.2018.2reponame:letrônicainstname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSporhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686/16999Copyright (c) 2018 Letrônicainfo:eu-repo/semantics/openAccessEly, LeylaBez, Alessandra da SilveiraStübe, Angela Derlise2019-10-15T21:33:16Zoai:ojs.revistaseletronicas.pucrs.br:article/28686Revistahttps://revistaseletronicas.pucrs.br/ojs/index.php/letronicaPRIhttps://revistaseletronicas.pucrs.br/ojs/index.php/letronica/oailetronica@pucrs.br||ivanetemileski@gmail.com1984-43011984-4301opendoar:2019-10-15T21:33:16letrônica - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false |
dc.title.none.fl_str_mv |
The meaning constitution in advertising speech from the perspective of the argumentative semantics A constituição de sentido no discurso publicitário sob a perspectiva da semântica argumentativa |
title |
The meaning constitution in advertising speech from the perspective of the argumentative semantics |
spellingShingle |
The meaning constitution in advertising speech from the perspective of the argumentative semantics Ely, Leyla Argumentative semantics Advertising speech Semantic Blocks Theory Intralinguistic relationship. Semântica argumentativa Discurso publicitário Teoria dos Blocos Semânticos Relação intralinguística. |
title_short |
The meaning constitution in advertising speech from the perspective of the argumentative semantics |
title_full |
The meaning constitution in advertising speech from the perspective of the argumentative semantics |
title_fullStr |
The meaning constitution in advertising speech from the perspective of the argumentative semantics |
title_full_unstemmed |
The meaning constitution in advertising speech from the perspective of the argumentative semantics |
title_sort |
The meaning constitution in advertising speech from the perspective of the argumentative semantics |
author |
Ely, Leyla |
author_facet |
Ely, Leyla Bez, Alessandra da Silveira Stübe, Angela Derlise |
author_role |
author |
author2 |
Bez, Alessandra da Silveira Stübe, Angela Derlise |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Ely, Leyla Bez, Alessandra da Silveira Stübe, Angela Derlise |
dc.subject.por.fl_str_mv |
Argumentative semantics Advertising speech Semantic Blocks Theory Intralinguistic relationship. Semântica argumentativa Discurso publicitário Teoria dos Blocos Semânticos Relação intralinguística. |
topic |
Argumentative semantics Advertising speech Semantic Blocks Theory Intralinguistic relationship. Semântica argumentativa Discurso publicitário Teoria dos Blocos Semânticos Relação intralinguística. |
description |
This paper analyzes the constitution of meaning in the publicity genre, discussing it through Argumentative Semantics. For this, we have checked different advertising texts from distinct periods in light of the Theory of Semantic Blocks. The selection of the material was based on the criterion of working with advertisements from the 1960s and 2012/13. The advertisements were taken on the internet, with the purpose of linguistically relating and discussing advertising pairs of products such as cigarettes, alcoholic beverages and automobiles. We also explore the importance of the image in the ads, discussing its value from the reading of Toldo (2002) on the semiotics of Peirce (2000). Carel and Ducrot (2005) ground the central theory of this research. The results show that despite the equivalence in product selection, the meaning obtained by the constituting linguistic relations of the statements is not the same, because the specificity and the purpose of each advertising are different. In addition, according to the theoretical assumptions used, the image was shown to be complementary to the verb discourse, since the meaning of the advertisement is indicated by the linguistic one. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-07-19 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686 10.15448/1984-4301.2018.2.28686 |
url |
https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686 |
identifier_str_mv |
10.15448/1984-4301.2018.2.28686 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistaseletronicas.pucrs.br/ojs/index.php/letronica/article/view/28686/16999 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2018 Letrônica info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2018 Letrônica |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Editora da PUCRS - ediPUCRS |
publisher.none.fl_str_mv |
Editora da PUCRS - ediPUCRS |
dc.source.none.fl_str_mv |
Letrônica; Vol. 11 No. 2 (2018): Enunciation and Argumentation in Semantics; 233-246 Letrônica; v. 11 n. 2 (2018): Enunciação e argumentação em semântica; 233-246 1984-4301 10.15448/1984-4301.2018.2 reponame:letrônica instname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) instacron:PUC_RS |
instname_str |
Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
instacron_str |
PUC_RS |
institution |
PUC_RS |
reponame_str |
letrônica |
collection |
letrônica |
repository.name.fl_str_mv |
letrônica - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS) |
repository.mail.fl_str_mv |
letronica@pucrs.br||ivanetemileski@gmail.com |
_version_ |
1799128598589734912 |